Short drama, by definition, is a concise dramatic work that is significantly shorter than a full-length play, featuring a focused narrative within a limited timeframe. In Malaysia, we have recently experienced significant growth in short drama content, driven by evolving viewing preferences, shorter audience attention spans and the increasing influence of digital-first platforms.
From YouTube Shorts to TikTok reels and now dedicated apps like Do Drama – Malaysia’s first vertical short drama app – the format is reshaping how Malaysians consume storytelling. But what exactly is the state of short drama in Malaysia today and where is it heading?
Over the past decade, Malaysia’s drama viewing habits have undergone a notable change. Once dominated by long episode serials on terrestrial TV, the consumption of drama has shifted toward on-demand, mobile-first content. These changes are driven by broader digital adoption, evolving audience expectations, and a rising ecosystem of platforms and creators suited for shorter narrative formats.
Historically, local dramas have been defined by star power, long-form storytelling, and big production budgets – a legacy built by industry giants who shaped the nation’s entertainment landscape. Malaysian viewers relied heavily on free to air broadcasters and pay television outlets for drama content. Serials that aired on channels like TV3 and RTM, as well as through providers such as Astro, often featured 30 to 60 minute episodes extending across many weeks or even months.
Today, however, the landscape has shifted dramatically due to Malaysia’s high internet penetration and widespread access to mobile broadband. According to DataReportal’s Digital 2025: Malaysia report, as of early 2025 there were about 34.9 million internet users representing 97.7% of the population. Internet speeds have also improved substantially, with median mobile download rates rising notably over the same period.
Together with smartphone ownership that is now nearly universal in urban areas, Malaysians are no longer confined to traditional broadcast schedules or fixed-location viewing. These technological and behavioral shifts have made streaming more feasible and appealing, setting the stage for audiences to consume drama content anytime and anywhere.
In response to changing audience behaviors, short dramas have emerged as an important format. It tends to be only a few minutes long per episode, often optimised for vertical viewing on smartphones and produced to be consumed in quick bursts which are ideal for waiting rooms, transit, breaks or moments between other tasks.
A clear manifestation of this shift is the launch of Do Drama in May 2025. It delivers fast emotional stories that are produced locally in genres including romance, suspense, family drama, and slice of life. Do Drama does not aim to go against traditional drama format but to expand it, introducing new viewing experience, platforms, and creative perspectives that bring Malaysian storytelling into a new era while honouring its roots.
The app’s mobile-first, vertical format aligns perfectly with the fast-paced routines of modern viewers who seek stories that fit between tasks without demanding long attention spans. Do Drama is not a replacement for existing platforms, but an addition to Malaysia’s growing entertainment industry, a movement that opens new doors, amplifies diverse voices and proves that every story deserves a stage.
In addition, platforms such as YouTube Shorts, TikTok, and Instagram with vertical video format enable short dramas to spread quickly through virality and social sharing. Short dramas benefit from its addictive, snackable format, which often causes viewers to binge multiple episodes in one sitting.
This shift has paved the way for a new generation of storytellers, creators, and audiences, reshaping how drama is produced, distributed, and consumed. For example, independent creators such as Shahmi Syazwan and Nasz Kenyang have redefined online storytelling by merging comedic sketches with dramatic elements, amassing millions of TikTok. Their work bridges the gap between traditional short films and social media content, making it more accessible and engaging for younger, digitally native audiences.
Additionally, brands and corporations have recognised the power of short-form storytelling as a marketing tool. Major companies in telecommunications and food industries have invested in short mini dramas that combine emotional narratives with subtle brand integration. These efforts have turned branded entertainment into an authentic and culturally resonant medium that connects with audiences.
In the coming years, short drama in vertical format is poised to become one of the dominant forms of entertainment in Malaysia and beyond rather than just a niche trend. This shift opens vast business opportunities for content creators, young talent, fresh crews, production houses and brands to tap into a growing mobile-first audience that values immediacy, emotional storytelling, and interactivity.
Beyond entertainment, short narrative formats may also gain traction in education, public health and social awareness campaigns, leveraging their ability to capture attention and deliver meaningful messages in just minutes.
In Malaysia’s fast-moving digital culture, the story doesn’t need to be long to leave a lasting impact.
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